| by Maureen Collins-Williams,
University of Northern Iowa SBDC, Waterloo, IA Many companies spend a lot of time and money to get people to visit their Web sites thinking that's the big challenge. But getting visitors is easy, its keeping them and getting them to come back that's tricky. The primary reason people will visit your Web site is for information, and if they can't find it, they'll move on. In order to get site visitors to return, you've got to offer them more than just an 800 number. Here are some ideas you can employ to make your Web site a more effective marketing tool.
 Add Content
Whether you'll admit it or not, as a small business owner, you're an expert in your field. You have a vast amount of knowledge and skill to share with current and potential customers.
Your Web site gives you a perfect opportunity to share your wisdom with a captive audience—an audience that is specifically looking for your information and expertise. By adding content on a regular basis, you'll keep your site fresh. You'll also establish you and your business as a valuable resource. Customers will count on you for information and will continue to come back for your help. Build Community
Another way to provide information, foster loyalty, and build your business is through online communities, including newsletters, discussion lists, bulletin boards, and chat rooms. Communities offer many of the same benefits of adding content, but take them to the next level. When users become involved in discussions, they develop a sense of ownership, which translates into repeat visits. This loyalty translates into trust, which means sales.
Personalize
The bottom line for may of these ideas is to make your site relevant to visitors. One way to make sure your site "speaks" directly to visitors is to personalize your site for each visitor. There are several ways to do this, from simply greeting them by name when they return to suggesting content based on a user's preferences of based on what a particular user has done before. (Amazon.com is an excellent example of this.) Once again, if visitors feel a sense of ownership, they will continue to visit your site and buy from you. Those are just three general strategies; there are many more out there. But in Web marketing, there is one major rule: No matter what strategy you choose, you must maintain it over the long haul. In order to cultivate loyal relationships, you must be committed to providing long-term service. For more information on web marketing, contact a consultant at a Small Business Development Center. SBDCs also offer numerous training activities. Check with your local office for more information. > See also: E-Commerce | 
